On February 4, 2026, ISM 2026 in Cologne, Germany—the world’s largest and most prestigious trade fair for sweets and snacks—wrapped up its 55th edition with resounding success. This year’s expo boasted an overwhelming global presence, featuring approximately 1,600 exhibitors from 72 countries, with international participants accounting for 87% of the total. The event made headlines by recording the highest number of national pavilions in its history, with 39 joint pavilions spanning 29 countries. Notably, newly established pavilions from Japan, Thailand, Morocco, and Ukraine showcased an exceptionally broad spectrum of global trends.

Amidst this fierce and authoritative global arena, our company proudly stepped onto the stage and successfully concluded the exhibition, drawing enthusiastic attention from international buyers and industry professionals alike. It was a milestone achievement that allowed us to firmly stamp our unique product excellence and brand value at the very heart of the global market. Please stay tuned as we accelerate our expansion moving forward.

SNAX's 'Mallow Pop' Sells Out Initial Stock at US Costco, Targeting the Mainstream Market

Food company SNAX (CEO Lee Taek-kwon) announced that its marshmallow snack brand, 'Mallow Pop,' has officially launched in US Costco stores and its online mall, successfully selling out its initial batch. Rather than limiting itself to the K-food category, SNAX is targeting the mainstream US food market by leveraging a marshmallow culture familiar to local consumers. The brand also proved its competitiveness by receiving positive reviews from major food media outlets at the 'Sweets & Snacks Expo 2026' held last May. Based on this success, CEO Lee Taek-kwon stated that the company is exploring various collaborations and plans to gradually expand into global markets, including Asia and Europe.

SNAX is accelerating its global expansion through its representative dried marshmallow brand, 'Mellopop,' by partnering with major Japanese food and retail brands. Known for adding a crunchy texture and vibrant colors to everyday F&B menus, Mellopop is proving its potential as a versatile "dessert cheat code."

Recently, SNAX collaborated with Meiji's best-selling Bulgaria Yogurt. A co-developed recipe featured on Japan's largest recipe platform, 'Delish Kitchen' (approx. 5 million followers), garnered over 5,000 likes, demonstrating strong appeal and confirming its potential in the global dessert market.

Additionally, Mellopop partnered with MINISOF, a premium soft ice cream brand operated by Japan's leading convenience store MINISTOP. By topping popular menu items like Hokkaido Milk and Okayama White Peach ice cream with Mellopop, they provided consumers with a refreshing, sweet, and crunchy summer treat.

A SNAX representative stated, "We will continue to create diverse products and consumer experiences through seasonal product planning and collaborations with F&B companies." SNAX is currently expanding various B2B partnerships, including OEM, PB development, and IP collaborations. For inquiries, visit the SNAX official website or contact ask@snax.kr

SNAX Selected for 'Global Strong SME 1000+,' Accelerating Global Expansion

SNAX, the company behind the marshmallow snack brand 'Mallow Pop,' has been selected for the 'Global Strong SME 1000+ Project' organized by the Ministry of SMEs and Startups. Following its designation as a '2025 Gyeonggi Province Export Frontier Enterprise,' this achievement serves as official recognition of SNAX's robust export performance and brand competitiveness. Its flagship product, Mallow Pop, is showing rapid growth in North America and Japan, having successfully entered major retail chains such as US Costco and Japan's Don Quijote. Supported by this government initiative, SNAX plans to strengthen localized product development tailored to local consumer preferences and further accelerate the expansion of its global distribution network as a leading K-snack brand.